You may have noticed a new set of eye-catching swim and active wear making its way from the shores to your screens, as in-the-know surfers and island girls have been seen wearing pieces by Strait The Label. From classic triangle tops to sporty bandeaus, barely-there bottoms to biker shorts, the line has something for everyone. Bikini insiders might remember the brand as Strait Swim when it was launched in 2015 by Alyssa Mills, but the brand underwent a transformation and rebranding in 2021 when cofounders Malia Murphey and Nicky Fletcher joined the team, with Ari McNamara and Malia Mitchell soon joining in on the fun. Together, this all-women team is their own best spokesmodels (and actual models), living an authentic island lifestyle on the North Shore of O‘ahu and creating products that embody this. The line is produced in small batches using eco-conscious fabrics and is committed to being culturally respectful of the land and water. The women design from their own lived experiences and how they best move around the island, from the ocean to the gym to nights out in the city. Try their best-selling pieces, such as sporty bodysuits designed for all ocean sports, reversible bikinis that double as activewear, and silk sets that take you seamlessly from a tropical escape to dinner in town. “We started Strait to create pieces that feel timeless and confident, for women who live close to the water—or simply carry that energy with them wherever they go,” explains Murphey. “It began as a bikini line, but really, it’s always been about a feeling: freedom, femininity, and the beauty of slowing down.”

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What started as a creative outlet for designer Wendy Snow in 2021 soon turned into the popular hat company, Day Camp. The brand’s heavy-weight, wide-brimmed bucket hats caught the eye of island beachgoers as the designs are both functional, foldable, and fun. Snow started by making a hat for herself that was perfect for long beach days, made out of natural canvas, black canvas, and green gingham. When she wanted to expand into new prints or patterns, she couldn’t find what she was looking for, so she got creative. The hats are made in small batches with minimal waste out of Waialua, hand-cut and stamped using flower stamps that Snow made herself. “I learned how to sew and do many other arts and crafts at a young age from my Tutu and my Mom. They have always been on the creative side and use what they have on hand before buying anything new,” she says. “I get inspired by our beautiful island home, beautiful places my husband has taken our family, and by all these amazing women who are artists and creatives building small businesses!” Some such women have inspired exciting collaborations with Day Camp, including photographer Brooke Berry’s brand, Roam, with whom she made hats using vintage Hawaiian fabrics and hibiscus stamps; the designer behind bag brand Las Olitas made vibrant retro prints; and Snow’s childhood best friend, artist Margie Rice, lent her linen fabric with her hand-illustrated shells and flowers for an eye-catching result. 

Daycampcollective.com

What started as a hobby during COVID-19 turned into a full-fledged business for jewelry designer Kathy Croman when the baroque-pearl bangles she had been making caught the eye of the general manager of Bloomingdale’s. A month later, the store hosted a sold-out pop-up, and so Kaia Sage was born. “I use the highest quality pearls and materials to create very elevated pieces,” Croman explains. “I do everything in gold-fill, so it doesn’t tarnish in water. They are the perfect resort wear pieces to pull an outfit together.” She has since expanded her line to include necklaces, bracelets, earrings, and anklets, all in elegant, upscale combinations of gold and naturally shaped pearls. Recently, she added a pop of color to the mix in the form of lapis lazuli, malachite, and turquoise. She sources her materials worldwide but personally hand-makes each piece. As for where she draws her inspiration? “I love to travel, and every year we go to Europe for the summer. It gets all of my creative juices flowing. Also, living in Hawai‘i, I’m constantly surrounded by all the natural elements and beauty it has to offer.” Kaia Sage is featured in luxury resorts across the islands. 

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Mariana Echegoien had dreamed of living in Hawai‘i for years before making the move at 21, and now she has a brand of accessories, Las Olitas, that celebrates island life. The designer channels her Spanish-French background (the brand’s name means “Little Waves”) along with her training at Parsons School of Design in Paris, to create brightly colored neoprene bags and beach accessories inspired by her current island home. Echegoeien’s mix-and-match patterns of the Waikiki skyline, retro florals, and graphic prints are topped with neon handles in a riot of color, all sewn together by hand out of her 

Waikīkī apartment. “Waikīkī inspires me: the smell of jasmine by Kapi‘olani park while I do my daily walk, surfing at Queens with my husband, and just walking around our neighborhood brings me so much joy that it inspires me to create beautiful Hawai‘i prints and unique, one-of-a-kind pieces,” she says. Las Olitas’ neoprene bags are durable, washable, and can get wet, making them the perfect accessory for beach life on the go. Their stylish design has made them a hit with beach babes and island mamas alike. The designer has recently expanded the line to include new bag styles along with stretchy onesies and pareos in a retro hibiscus print, a hat collaboration with Day Camp, and mini- and maxi-dresses. With endless color and print combinations, it’s no wonder that Las Olitas is so in demand. 

Lasolitas.com

Emiko Miyazawa’s jewelry line M33Ms has had a strong cult following since its inception in 2013. The designer and gemologist creates bold, unique pieces that favor clean lines, graphic shapes, and top-quality gemstones. Often, there is more to her jewelry than meets the eye: hidden kinetic features, such as length-adjusting chains and movable parts, are incorporated to provide both a delightful surprise and added versatility. Born in Japan but raised in Los Angeles, Miyazawa draws on the dichotomy of her bicultural upbringing to inspire her designs for M33Ms. A longtime Hawai‘i resident, Miyazawa opened MISÉ, her literal jewel-box of a boutique in the Mo‘ili‘ili district of Honolulu in 2020. Here, her loyal fan base can come for appointment-only shopping for the latest M33Ms pieces or to consult on custom-made designs. “My vision for the space was to have a free-flowing atelier and retail space, so my clients can feel more connected to the work by seeing some of the process,” Miyazawa explains. She also carries vintage barware and glassware, as well as vintage jewelry and silver accessories, and unique pieces from other designers, such as earrings by Yumono and hand-engraved knives by Jason Dow. “My selection of objects is inspired by craftsmanship, the maker, or objects that tell a story. I’m also a practical person, so I tend to gravitate towards utilitarian objects that I personally like to use in my daily life.”

MISÉ; 932-1 Pumehana Street, Honolulu; (808) 207-7702; m33ms.com; Open on Saturdays or by appointment.